In this slideshow, our group discusses about the marketing strategies for three fast food restaurants: McDonald's, Burger King and KFC.

1. Marketing Case Study
June 2019
Group 2-3
• Angeling Ooi
• Desmond Low
• Jimmy Ong Gim
Guan
• Nicolas De
Castro
• Raymond Tan

2. Brief Description of the companies
McDonald's Burger King
An America Fast Food company
that opened its first outlet in
1955, is now the world’s largest
restaurant chain by revenue and
have 37,855 outlets globally.
The second largest American
fast food hamburger chain
with a brand value of
USD$6,555M across 90
countries and have 17,000
franchises globally.
An American fast food
restaurant chain that
specializes in fried chicken
which operates globally with
22,621 locations in 136
countries.
Kentucky Fried
Chicken (KFC)

3. Target Segment – McDonald's
• Families, young kids, young
adults
• All levels of social classes
• Convenience lifestyle

4. Target Segment –
Burger King
• Young adults
• Medium social class
• Western lifestyle

5. Target Segment – KFC
• Families, young kids,
young adults
• Upper and Medium
social class
• Family lifestyle

6. Comparing the Value Positioning Curve
Key Take Away:
• The 3 companies' value
positioning are aligned
with its segment
respectively.

7. Unique Selling Proposition | Positioning
 Global Presence of Outlets – 37855 Outlets in all the continents
 Constantly Optimize Ingredients, Menu and offer as per
customer requirements and wishes – Menu Innovation -"I am
Loving it"
 Power of Systems & Repeatability
 Delivery of Quality Products
 Fast Service
 Cleanliness
 Value for Money
 Local People, Local Product & Local Price
 Affordable Menu
 Attracting kids with the toys and pulling the family to the outlet

8. Unique Selling Proposition | Positioning
Many burger varieties at affordable prices
Large size of the meal
Customizable menu – "Have it your way"
Fresh, healthier and premium ingredients
with local taste
Better Customer Experience
Consistent, quality menu items

9. Unique Selling Proposition | Positioning
Traditional fried chicken with 11 secret
herbs & spices - "Finger-licking good"
Variety in Chicken Meal –
Specially Burgers
Customize Menu as per location
preferences
Unique Taste of Product

10. Product
Consideration McDonald’s Burger King KFC
Focus
• Quick Service
Restaurant
category
• Meal replacement
options –
Breakfast, lunch &
dinner available
(Bainbridge,
Benoist, 2008)
• Families
• Children
• Conveys joy
• Fresh and premium
Ingredients
• Flame grilled burgers
• Customizable menu:
“Have it your way”
• Whole, 'real' chicken
pieces
• Keeps to heritage and
tradition
• Have increased range
of products to reach
wider audience
(Ruggless, Nation
Restaurant News,
1995)
• Conveys highly
desirable product
Speed of service • Superb workflow
optimization
guaranteeing speed
• Poor workflow,
frequently causing
human jams
• Competent and able to
serve fast

11. Product
Consideration McDonald’s Burger King KFC
Localization
• Brand staples
available
worldwide
• Localization of
menus occur in all
three to varying
degrees
• Staples: Big Mac or
Fillet O’ Fish
• High adaptation to suit
regional tastes
• E.g. vegetarian burgers
and non-beef Big Mac
in India
• Staples: The Whopper
• Low level of adaption;
localized items
available only in few
specific countries
• E.g. rice in Vietnam
and vegetarian burger
in India
• Staples: Fried chicken
• High adaptation to suit
regional tastes. Close
to 300 menu items
worldwide
• E.g. Halal chicken for
Islamic markets
and rice/congee for
Eastern markets
Promotional Menus • Seasonal specials are
launched regularly
• Seasonal specials
launched least
frequently of the 3.
• Seasonal specials
launched occasionally.
Product Innovation • Introduced self-serve
kiosks as far back as
2015
• Impossible burger was
launched in 2019 in BK
• Focusing on menu
innovation in 2019

12. Pricing
Consideration McDonald’s Burger King KFC
Price Range  Low range
 Mid range
 Premium (Signature)
 Low Range
 Mid range
 Premium (Ultimate)
 Low range
 Mid range
Bundle Pricing Meal/Combo/Set menus are offered at a discounted price vs a la carte pricing
Optional Pricing Customers purchase the main items present in their menu and can opt for “extras” or
“sides” like drinks or desserts. This cross sell approach enables these companies to
achieve increased revenue at the point of sale.
The upsell, upsize option is regularly pushed to customers. Upsize option is not typically
presented to customers
Delivery Services Different pricing and menu
for online food ordering due
to add-on service charges.
Charges an added delivery
fee as the service would be
provided by a third-party.
Different pricing and menu
for online food ordering due
to add-on service charges.
Market-oriented
pricing
- Practiced by all
three
The Big Mac Index shows
that prices for the same
item are varied based on
each country’s economy
(Economist, 2019).
Pricing is established based
on prevailing market
conditions (Greenspan,
2017).
Quick comparison reveals
large price differences
between Singapore and
Malaysia (local KFC
websites, n.d.).

13. Place
Consideration McDonald’s Burger King KFC
Restaurants Most of its product
offerings and revenue
comes from them (Meyer,
2018)
Footprint of 17,000
franchises, where most of
revenue comes from
(Greenspan, 2017)
Combination of Franchise
outlet system as well as
company-owned outlets
Drive-thrus McDrive - -
Kiosks Sell limited products (e.g.
desserts)
- -
Online platform McDonald’s website Burger King’s website KFC’s local website
Mobile app McDelivery, McCafe Burger King mobile app KFC mobile app
Delivery services In-house BK® Delivers KFC Delivery
Third party services
partnership (Cordero,
2019; Manjur, 2018)
Third party services
partnership
Third party services
partnership

14. Promotion
Consideration McDonald’s Burger King KFC
Advertising Television, radio ads,
billboards (Lam, 2019)
TV and media advertising TV, radio and newspaper
commercials
Sales promotion Deals through websites,
McDelivery, McCafe mobile
app (McDonald’s, n.d.)
Online discount coupons.
(See Exhibit 1)
Deals through KFC mobile
app, website
Public relations Charities, scholarships
(Profitworks, n.d., Ronald
McDonald House Charities,
n.d.)
McLamore Foundation KFC Foundation
Green initiatives
(KFC website, n.d.)
Direct marketing Email mailings and app
notifications
Email mailings and app
notifications
Direct mailer of discount
coupons, sales promotions

15. Evaluation of the three brands
• Complex menu
• Junk food
• Environmental
unfriendly
What's
working
What’s not
working
• Fast service
• Food quality consistency
• Customer experience
• Have it your way
• Freshness &
quality products
• Ineffective
marketing advertisement
• In-House Delivery & Drive
Through Service in Asia.
• The Colonel's 11 secret
herbs and spices!
• International expansion
• Localization Menu
• Source of Chicken
• Limited range of Product

16. Recommendations
People are drawn toward healthier options and ingredients. The companies
must meet up to the new demand.
With people more ecologically sensitive, all three companies should be
looking into biodegradable materials in food preparations and packaging
McDonald's – Focus on EXPERIENCE -> Simplify the menu to bring consistency
internationally
Burger King – Focus on CUSTOMISATION --> Cultural sensitivity on their
market strategy to be more globalization.
KFC – Focus on PRODUCT -> Continue the secret recipe chicken and
leverage for broader product range

17. Thank you

18. References
• Economist, the. (2019, January 10). The Big Mac index. Retrieved from https://www.economist.com/news/2019/01/10/the-big-
mac-index
• Greenspan, R. (2017, February 06). Burger King's Marketing Mix (4Ps) Analysis. Retrieved from http://panmore.com/burger-king-
marketing-mix-4ps-analysis
• Klein, D. (2019, April 29). Burger King's Breakfast Has Room to Grow. Retrieved from https://www.qsrmagazine.com/fast-
food/burger-kings-breakfast-has-room-grow
• Lutz, A. (2014, October 21). McDonald's CEO Reveals The Brand's 4 Biggest Problems. Retrieved June 24, 2019, from
https://www.businessinsider.com.au/mcdonalds-ceo-on-company-strategy-2014-10
• Majaski, C. (2019, May 04). McDonald's vs. Burger King: What's the Difference? Retrieved from
https://www.investopedia.com/articles/markets/111015/mcdonalds-vs-burger-king-comparing-business-models.asp
• Tode, C. (n.d.). Burger King cooks up personalized experiences on new responsive site. Retrieved June 24, 2019, from
https://www.retaildive.com/ex/mobilecommercedaily/burger-king-cooks-up-personalized-experiences-on-new-responsive-site
• The Straits Times. (2014, July 22). Yum, McDonald's apologise as new China food scandal hits. Retrieved June 24, 2019, from
https://www.straitstimes.com/asia/east-asia/yum-mcdonalds-apologise-as-new-china-food-scandal-hits
• Vizard, S. (2018, July 26). McDonald's CEO: We are not trying to take the brand upmarket. Retrieved June 24, 2019, from
https://www.marketingweek.com/2018/07/26/mcdonalds-ceo-we-are-not-trying-to-take-the-brand-upmarket/
• https://goodyfeed.com/6-valid-honest-reasons-why-msia-kfc-is-10-times-better-than-spore-kfc/